October 19, 2005

WPP reestrutura RedCell

"Advertising giant WPP Group is in the process of unwinding Red Cell, the hodgepodge of agencies it hoped to turn into a worldwide network.

WPP, which formed Red Cell in 2001, was attempting to recreate the global reach of industry legends such as Ogilvy & Mather, JWT and Young & Rubicam.

Red Cell, however, never lived up to its predecessors. Instead, it became the catchall for WPP, which parked some 65 agencies there that didn't fit elsewhere in the company. Without a shared culture or vision, the only thing the firms had in common was a name."